PROPOSED MARKETING STRATEGIES FOR INCREASING SALES OF A RESTAURANT (CASE OF SANDING RESTO)

• Main Author: Alfan Ramadhan, Busyairi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/32837
• Institution: Institut Teknologi Bandung

industry. Indonesia is known as a country that has diverse culinary variations. Along with the lifestyle of Indonesian society who loved to had a vacation while enjoying the culinary in those area. Sanding Resto is a family restaurant that offers variety of food, ranged from Indonesian food, Western food, and Japanese food which located in Garut, West Java established in 2016. However, total sales in the first year and the second year of Sanding Resto failed to achieve the sales target that determined by the owner. Sales in the third year also expected to fail in achieving the target sales. So the objective of this research is to identify the problem that caused Sanding Resto failed to achieve its sales target. This research used mixed-method approach, where qualitative and quantitative method was conducted. Qualitative methods are used to obtain primary data from the interview from the manager and through observation, while quantitative methods are used to get primary data about consumer analysis and consumer buying decision process through questionnaire. The author also obtain secondary data obtained from several sources such as BPS, web, articles, etc. to support this research. After the data gathered, the author conduct several analysis such as internal analysis, external analysis and consumer analysis. The internal used to gain information about the internal condition of Sanding Resto, while external analysis is used to gain information about the condition and environment of the restaurant business industry around the company. Consumer analysis conducted to evaluate the company from the consumer perspective with the basic principle of 4P marketing mix and to find the behavior of the potential customer with the basis of consumer buying decision process. Based on the analysis result, the root cause for Sanding Resto cannot achieve its sales target is on promotional aspect, so the author recommends a marketing strategy as a solution to solve the problem. The marketing strategy that the author recommends are new promotional strategy for Sanding Resto which are Facebook, Instagram, banner advertisement, restaurant review websites and Go-Food. The author hopes that Sanding Resto can implement the recommendation from the author which is new promotional strategy to solve the company problem so it can achieve its sales target.